W+K London launched a new spot for mobile company Three, delivering the message “When stuff sucks #makeitright.”
Like 2013’s viral hit “The Pony,” the spot features its share of anthropomorphic dancing, this time with a Muppet-like creature rather than a small pony. The ad follows the purple creature as he experiences a series of small misfortunes and then remembers advice from his parents to “make it right.” He decides to spread the message, “helping” people stuck in difficult situations, like a girl who dropped her ice cream cone, a cheerleader who falls from a human pyramid, a couple whose car is hanging over the edge of a cliff and a man trapped in quicksand by singing and dancing. Like “The Pony,” the approach is patently ridiculous, but the new effort doesn’t do as well a job of tying the shenanigans to the brand’s message. The spot ends by directing viewers to a campaign microsite, which claims “The Furry Revolution Starts Friday 5 June,” which is perhaps not the best choice of words.